Abstract :

Bakso is one of the well-known foods in Indonesia. Those words supported the data of the increase in bakso package consumption in Indonesia in the last couple years. Bandung being the largest area for the increasing bakso package consumption compared to the other cities. This creates a large potential market to increase the sales for the company. However, this situation is different for CV. Sari Nikmat Semar. The company has faced a decrease in their sales especially in the last two years. It is found that the company did not have a marketing strategy to gain their customers in the current market competition. Several studies have mentioned that promotion mix would impact the changing of customer attitude into the purchase intention. Within this situation, this research will find out (1) the effect of internal analysis towards the promotion of the company (2) the effect of external analysis towards the promotion of the company. This analysis will conduct on how the promotion mix influences the changing on customer attitude towards their purchase intention into bakso package products. This research uses mixed methods by doing the in-depth interview and survey questionnaire of the customer that has experience on purchased bakso package products. The author collected the data by coming directly into several traditional markets in Bandung with the main focus on promotion mix. The author finds that there is a differentiation between promotion mix that is chosen by result from in-depth interviews and questionnaire surveys. This research came up with the conclusion that promotion mix will impact customer attitude on doing the process of purchase period. This will help to increase sales of the company.

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Keywords :

Attitude, Customer Journey Experience, Marketing Mix, Promotion Mix., Purchase Intention.

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